India's experience in cultural diplomacy communication

Prime Minister Narendra Modi during his address at the World Hindi Conference, in Bhopal - Photo: The Indian Express

In order to build a national brand, attract investment, tourism, socio-economic development, and international cooperation, India has implemented many cultural communication activities, using many methods. Multiple campaigns to promote the image of the country, people, and culture of India are carried out, such as the Incredible India tourism campaign ⁽¹⁾ in 2002, the campaign to attract foreign investment and businesses “Make in India” ⁽²⁾ in 2004, and so on. The success of these initiatives has created a reputation for the country of India in general and the Government of India in particular on an international scale.

Under the leadership of incumbent Prime Minister Modi, India’s goal of building a national brand has achieved many significant accomplishments. India’s position in the international arena is enhanced; it has become an economic market attracting leading investment and also a country with great cultural influence.

1. The subject of communication in cultural diplomacy

In the modern era, a standout individual in India’s cultural diplomacy is the incumbent Prime Minister Narendra Modi, who has led the country and been supported by the Indian people for two terms, from 2014 to present. In the issue of governance, Prime Minister Narendra Modi has always made “India’s prosperity” the focus of his development strategic vision, and at the same time, he has given priority to foreign policy. 

In the 2014 BJP Party Manifesto, he states: “This vision is essentially a reboot and reorientation of the foreign policy objectives, content and course of action so as to define India’s global strategic engagement, to a new paradigm and broader advocacy that is not limited to political diplomacy but also includes India’s economic, scientific, cultural, political and security interests, both on a regional and global scale, on the principles of equality and mutual benefit to lead to an economically stronger country of India and a voice heard on the world stage”⁽³⁾.

With active and proactive diplomatic initiatives, Prime Minister Modi has made ties with many countries through meetings between senior leaders to turn India into a powerful country in solving global problems, which has a strong position in the international community. Indian and international politicians as well as scholars have also recognized the vision, direction, and foreign policy of Prime Minister Modi.

When it comes to cultural diplomacy, Ted Piccone, foreign policy adviser to the Ministry of Defense, Ministry of Foreign Affairs, and the US National Security Council says: “PM. Modi clearly embodies a spiritual world vision with profound philosophical concerns and sees these as India’s unique contributions to the world. He introduced and promoted India’s vibrant democracy, introducing the feature “unity in diversity”, not only an integral part of its complex social management but also a necessary path for the sake of peace and co-existence in the world, a world that allows my country a sustainable level of development and prosperity”⁽⁴⁾.

Leveraging the role of Indians abroad as an important communication resource in cultural diplomacy. When talking about the inherent strengths of India, Prime Minister Modi often uses the 3 D concept - Democracy⁽⁵⁾, Demography, and Demand. However, his foreign policies and actions increasingly confirm the importance of a fourth D-factor, the Diaspora. This is a strong contributor to India’s increasing influence on a global scale. Foreign policies that combine modern international values with ancient Indian traditions have spawned a number of cultural diplomacy campaigns that are considered to be at the forefront of India’s current period. In which, the typical ones include yoga diplomacy, Indian traditional medicine diplomacy, and Buddhist diplomacy. In addition, Prime Minister N. Modi also paid special attention to the use of media in cultural diplomacy activities.

Prime Minister Modi has always affirmed that the overseas Indian community is an important force that strengthens the country by reversing the process of “brain drain”. In his speeches, Prime Minister Modi consistently praises the Indian diaspora who work hard, shedding “sweat and blood” contributing to the development of the countries in which they live; This practice is also a reminder to other countries that people of Indian origin are an asset between the two countries, and a human factor contributing to tightening bilateral relations with the Indian state.

Particularly in the US, especially in Silicon Valley, Prime Minister Modi has shown active encouragement to combine the American Dream with the Indian Dream into the concept of “Inderica” - The convergence of talent and creativity between India and the US. The Indian community is one of the most educated and high income-earning ethnic groups in the US; at the same time, a large number held leadership positions in large economic groups and research institutions, as well as hold important political positions in the political system of the country⁽⁶⁾. 

2. “Panchamrit” is a pivotal communication theme in cultural diplomacy

Prime Minister Modi attaches great importance to the country’s soft power resources. He is determined to exploit the cultural strengths of the nation to create a positive position and image of India in the international arena. Under Prime Minister Modi, the new pillar of India’s foreign policy shifted from Panchsheel to Panchamrit, a foreign policy doctrine he personally devised.

Panchamrit refers to a type of sweet cake made from 5 types of ingredients used in rituals to worship the gods of Hinduism. This naming shows the essentiality of the five main themes that represent the global aspirations and potentials that drive this country’s agenda; including: 1) Dignity and honor (Samman); 2) Greater engagement and dialogue (Samvad); 3) Sharing prosperity (Samriddhi); 4) Regional and Global Security (Suraksha); 5) Cultural and civilizational links (SanskritievamSabhyata)⁽⁷⁾.

With this ideology, the Prime Minister showcases his ambition to elevate India to the position of a world power, a global power, a world thought leader, instead of just being a middling country or an international observer.

In a speech at Banaras Hindu University, he affirmed the view: “In the present age, which can be considered an era of knowledge, our roles and responsibilities have increased. We must emerge as a Vishwa guru, not only to provide a new direction to the world but also to protect our heritage”⁽⁸⁾.

To achieve this goal, the Government of India regularly and vigorously deploys strategies to promote culture and increase soft power through public diplomacy. The content of cultural exports from India has a combination of the modern cultural values of the world with ancient traditional values of India (such as yoga, religion, traditional medicine, etc.), in order to create a strong “Indian brand” on a global scale.

3. Communication combines ancient Indian values with modern international values

Foreign policies that combine modern international values with ancient Indian traditions have spawned a number of cultural diplomacy campaigns that are considered to be at the forefront of India’s current period. Notably. These include yoga diplomacy, Indian traditional medicine diplomacy, and Buddhist diplomacy. In addition, Prime Minister N. Modi also paid special attention to the use of media in cultural diplomacy activities. He said that the fields of journalism - communication, especially through works of art, radio - television, are an effective platform to promote Indian values to the global public.

Yoga diplomacy was Modi’s first attempt at promoting India’s image and charisma. Yoga diplomacy has become a driving force in promoting Indian cultural identity to the world. Speaking at the United Nations General Assembly on September 27, 2014, Prime Minister N. Modi stated: “Yoga is a priceless traditional gift from us (India) to the world”. He also emphasized the values of Yoga - a traditional Indian practice that helps harmonize the body and mind, bringing about a sense of unity with oneself, with the world, and with nature⁽⁹⁾.

On June 21, 2015, Yoga Day was held at Raj Path with 35,985 people from 84 countries participating in practicing 21 yoga poses. At this festival, Prime Minister Modi also directly participated in the performance with tens of thousands of people. Yoga sessions are held everywhere in New Delhi, attended by all walks of life. Hence, Two Guinness World Records were awarded for “The largest festival of gathering for a yoga session”, and “The most countries participating in a yoga session”⁽¹⁰⁾.

In 2016, Prime Minister Modi held Yoga Day in Chandigarh in Punjab. Here, he highlighted the initiative to make Yoga popular all over the world. He successfully campaigned for this forum to declare June 21 every year as the International Day of Yoga. This plan has been supported by 177 countries, including the US and China⁽¹¹⁾. The “Yoga Across Oceans” initiative is promoted with images of Indian Navy sailors practicing yoga all the way from the Mediterranean through the Eastern Sea and international waters. This move not only serves the purpose of promoting the nation’s traditional culture but also bears political significance, showing the image of a peace-loving Indian army, thereby enhancing international sympathy for the Indian army and Government⁽¹²⁾.

Traditional Medicine Diplomacy (or Ayurvedic Diplomacy) is a new pillar of Indian cultural diplomacy. Traditional Indian medicine focuses on prevention rather than cure, promoting healthy lifestyles as well as herbal remedies. The Ministry of AYUSH is the body established to manage the funding of India’s ancient heritage encompassing A-Ayurveda (traditional medicine), Y-Yoga & Naturopathy (naturopathic therapy), U-Unani (curative in Eastern Europe and South Asia), S-Siddha (an Indian school of practice) and H-Homeopathy (homeopathy). AYUSH has the task of formulating a development strategy to help India’s Ayurveda achieve as high status as traditional Chinese medicine. According to Vaidya Rajesh Kotecha - Special Secretary of AYUSH Ministry, “Across the world, traditional medicine is very popular. India should lead this field. It not only helps our country make money, but it also shows our responsibility towards the world”⁽¹³⁾.

To promote traditional medicine diplomacy, the Authorities of the Government of India have registered dozens of international patents, launched research programs at leading universities in the country as well as sent experts to attend courses on Ayurveda at universities around the world. India has also set up “information networks” in 25 countries to spread awareness about the country’s traditional medicine industry. 

Applications of herbal medicines such as aloe vera, turmeric in cosmetics, and food are achievements of India’s traditional medicine. They are now being applied in famous products of big brands, such as Aveda (USA), Lush (UK), etc. Chai Tea is also a specialty herbal drink from India that is popular around the world, available in most coffee shops, even in world-famous beverage brand chains such as Starbucks (USA), Costa (UK), etc., or even in McCafe, specializing in serving drinks for the McDonald’s fast-food chain.

Buddhist diplomacy has been given the utmost importance by Prime Minister Modi. He asserted: “Without Buddhism, this century could not be the century of Asia”⁽¹⁴⁾. The Prime Minister has used Buddhist diplomacy in developing bilateral and multilateral diplomatic relations with countries around the world, especially with Asian countries - regions with similar cultural traditions and ideological origins. He chose to approach cultural diplomacy through spiritual and philosophical connections. Leveraging the advantage of India being the birthplace of Buddhism, India is working on a plan to make India a place of pilgrimage for the world’s Buddhists. 

During his visits to neighboring countries, Prime Minister Modi showed his emphasis on Buddhism as a connecting factor, tightening ties between India and other Buddhist countries. For example, with Japan, the Government of India has promoted India and Japan to sign an agreement, in which Banaras and Kyoto become Buddhist cultural heritage cities, committing to joint participation in heritage conservation, modernization, and cooperation in the fields of art, culture, and academia. With neighboring countries such as Nepal, Sri Lanka, and Bhutan, India implemented a four-year agenda that includes cooperation, connectivity, culture, and constitution. With countries farther apart geographically, Prime Minister Modi chose to build cultural centers to create exchanges and connections for indigenous peoples with Indian cultural traditions and values, such as the Jaffna Cultural Center in Colombo or facilities in Korea.

In addition, in his diplomatic visits, Prime Minister Modi also chooses to visit provinces with Buddhist significance, instead of visiting political headquarters in the capitals⁽¹⁵⁾.

Furthermore, the Government of India has established Nalanda University - a model research and teaching place for the whole world, in the Buddhist pilgrimage town of Rajgir in Bihar state. This school has attracted monks from countries in the region and from around the world. It’s an effective strategy in India’s cultural diplomacy through Buddhism. Nalanda University is a tool for increasing soft power is effective at two levels: for Asia in relation to the West, and for India in relation to Asia ⁽¹⁶⁾. In addition, on important Buddhist holidays, the Government of India also has policies to encourage Buddhist tourists from around the world to visit India to promote spiritual tourism.

4. Promoting media in cultural diplomacy

Prime Minister N. Modi advocated promoting diplomacy in the field of arts, with emphasis on movies and television. He proposed initiatives to connect with countries through art projects, such as: lobbying China and India to sign a memorandum of understanding on film production cooperation; signing an agreement with Vietnam on broadcasting cooperation between India’s “Prasar Bharti” and the Voice of Vietnam. A new initiative called “TV Republic” was launched and gradually became a global media channel, with the same status as CNN and BBC⁽¹⁷⁾.

Bollywood is seen as an effective tool for India’s film diplomacy, a film industry comparable to Hollywood in the US. Through widely consumed Bollywood films across markets from East to West, Hindu cultural values, Indian stars and celebrities reach large numbers of television viewers on all continents.

Prime Minister N. Modi affirmed the importance of the Indian art film sector: “Our film and entertainment industry is extremely rich and vibrant. Its international influence is also profound. Our movies, music, and dances are a powerful way to connect us with people and social communities”⁽¹⁸⁾.

Arun Jaitley, Minister of Finance and Corporate Affairs of the Government of India stated: “India has gone from a country struggling to find its way to development, to becoming a leader, from a rule-based country to a rule-making country, setting agendas in the international arena”⁽¹⁹⁾.

The resulting tourism attraction that India has achieved in recent years also shows the achievements in public diplomacy as well as the diplomatic affairs of the Indian Government. In 2008, the Ministry of Tourism launched a campaign to educate local people on how to behave when dealing with foreign tourists. Indian actor Aamir Khan was commissioned to endorse the campaign titled “Atithievo Bhava”, which in Sanskrit means “God-like Guest”⁽²⁰⁾. Atithievo Bhava aims to create awareness of the impact of tourism and sensitize the locals in preserving India’s cultural heritage, cleanliness, and hospitality; enhance citizens’ sense of responsibility towards tourists and strengthen foreign tourists’ confidence in India as a preferred destination.

While there are numerous modern communication methods to maximize the effectiveness of India’s cultural diplomatic policies, it can be asserted that, in modern times, especially during the nearly 2 terms under the leadership of the incumbent Prime Minister, there have been many achievements in communication about cultural policy in particular and Indian cultural communication in general. These contribute significantly to building national image and brand, affirming India’s position in the international arena.

_________________

Received: July 20, 2022; Revised: July 30, 2022; Approved for publication: August 25, 2022.

Endnotes:

(1) “How to build the national image of India”, Journal of Indian and Asian Studies. No. 4-2018.

(2) “How has ‘Make in India’ changed the Indian economy?”, VnExpress, May 8, 2019.

(3) Ganguly A., Chauthaiwale V. & Kumarsinha U. 2019, “Modi Doctrine: New Models, in India’s Foreign Policy”, pp.11-36.

(4) Piccone T. (2016), Five Rising Democracies and the Fate of the International Liberat, Orde.  Brookings Institution Press: Washington DC.

(5) Chaulia, S. 2016, “How Modi Mobilizes the Indian Diaspora”, The Globalist, https://www.theglobalist.com/narendra-modi-indian-diaspora-politics-india/.

(6) Chaulia, S. 2019, “Modi Doctrine: New Models, in Indian Foreign Policy”, pp.65-78, chapter 3.

(7) Ganguly A. 2015, “From Panchsheel to Panchamrit”, SPMRF, http:///spmrf.org/Articles/From%20Panchsheel%20to%20Panchamrit.pdf.

(8) Tran Nam Tien: “Soft Power in India’s Foreign Policy in the Era of Narendra Modi”, Journal of Social Science Information, 8-2020.

(9) Kugel, P. 2016, “India’s Soft power: A new foreign policy strategy”, KW Publishers Pvt. Ltd, New Delhi.

(10) Gautam, Aavriti, Droogan, Julian 2017, “Yoga soft power: how flexible is the posture?”, The Journal of International Communication, p.10.

(11) “10 quotes from Narendra Modi’s Yoga Day Speech”: “Make Yoga a part of one’s address”, Indian Express (2016a).

(12) Lahiri, S 2017, “Soft power - A major tool in Modi’s foreign policy kit”, Journal of South Asian Studies, Vol 5, No.1.

(13) Tri Van: “India wants to turn traditional medicine into soft power”, https://baocantho.com.vn/an-do-muon-bien-y-hoc-co-truyen-thanh-suc-manh-mem-a94874, January 31, 2018.

(14)  Bhavna Vij Aurona, “PM Narendra Modi keen on projecting India as a “soft power”, uses Buddha connect in foreign policy”, Economic Times, 09/01/2017, https://economictimes.indiatimes.com/news/politics-and-nation/pm-narendra-modi-keen-on-projecting-india-as-a-soft-power-uses-buddha-connect-in-foreign-policy/articleshow/47155267.cms.

(15) Pratap, Bhatu 2015, “India’s cultural diplomacy: Present dynamics, challenges, and future prospects”, International Journal of Arts, Humanities, and Management Studies, Vol. 1, No.9.

(16) Muni, S. D. 2010, “Nalanda: A soft power project”, The Hindu, 30-08-2010, https://www.thehindu.com/opinion/lead//article59932231.ece.

(17) Republic TV leads even as ratings fall, Indian television on September 7, 2017.

(18) @narendramodi, Twitter, 19/10/2019, https://twitter.com/narendramodi/status/1185590182390595584.

(19)  Le Van Toan: “Cultural diplomacy for the development of India today”, Electronic Journal of Political Theory, November 28, 2018.

(20) “Amazing India beckons”, Tourism +, https://dulich.laodong.vn/tin-tuc/an-do-ky-thu-vay-goi-664056.html.